This is all about perspective. Now that's definitely the case with AWS and service first design etc. But from the beginning it was trying to be a bookstore, an

This is all about perspective. Now that's definitely the case with AWS and service first design etc. But from the beginning it was trying to be a bookstore, an online one, for sure. But not pure technology, as say a search engine or an operating system - that don't require much integration with existing physical infrastructure.